Ipsos releases audience survey results for media owners, advertisers

Leading market and social research company, Ipsos Uganda has released the National Audience Measurement Survey (NAMS) results intended to provide media owners, advertisers and marketing professionals with valuable insights into the latest trends, challenges, and opportunities shaping the media industry’s landscape.

NAMS provides information on the viewership, listenership and readership patterns of Ugandans aged 15 years and above. Since the last release of NAMS, a NAMS technical research team (TRT) has been formed as a continuation of discussions held with various stakeholders from the media industry including representatives from the Uganda Marketer’s Society (UMS), Uganda Advertising Association (UAA), Public Relations Association Of Uganda (PRAU), National Association of Broadcasters (NAB), Rural Broadcasters Association (RUBA) and Uganda Media Owners Association (UMOA).

In a statement released by the Ipsos research team, NAMS will offer brands, advertisers and content creators a more precise and reliable understanding of its audience demographics and engagement patterns that will help them make better-informed decisions.

“The released NAMS results utilize the latest global industry-standard audience measurement practices and is a powerful tool for decision making by management. Being number one is not everything; the key is in understanding what the targeted audience is interested in. The value of the data is only realized by going into the detail of timeslots, programmes, content interests. This can only be done using a media planning tool. The media can use the data to better their targeting for niche audiences to deliver better programming and positioning while advertisers can use the data to better target their audiences and market. Broadly, NAMS will allow brands, advertisers and content creators to target their campaigns with greater efficiency and effectiveness as it provides a detailed understanding of the Ugandans’ media consumption habits.”

Ipsos also seeks to empower stakeholders with unparalleled insights into their audiences by providing training for media owners and media agencies on how to utilise the data to demonstrate value to advertisers.

“As an association that uses data to make strategic decisions, brands and advertisers can now better tailor their campaigns to reach the most relevant user segments, maximizing their return on investment,” chairperson of UAA Rommel Jasi.

David Balikuddembe, secretary general of the AMC noted that the improved understanding of user demographics and preferences will allow marketers to personalize content, advertising and targeting, leading to a more engaging and enriching experience.

Tina Wamala said the audience measurement allows the NAM data users to see how many people are exposed to press releases, media placements, and social media content hence helping professionals to gauge the effectiveness of their PR efforts and identify areas for improvement.